In an age where customers demand instant gratification and hyper-personalized experiences, brands can no longer afford to operate with fragmented data and delayed responses. At the same time, with privacy regulations tightening and consumer trust under scrutiny, what should marketers do to engage meaningfully—without crossing the line on data misuse?
These pressing questions took center stage at the e4m | Adobe CX Changemakers Roundtable 2025, held on May 16 in Mumbai. Organized by exchange4media and hosted by Adobe, the roundtable themed “Data-Driven Delight: Mastering Real-Time Marketing,” focused on the need to unify siloed data sources and enable personalization at every customer touchpoint.
The evening commenced with Harpreet Paintal, Country Head Data and Analytics at Adobe, sharing valuable insights on modernizing data strategy and Adobe’s perspective on how the Adobe Experience Platform empowers marketers and technology leaders to achieve real-time marketing success.
He emphasized that many organizations still follow campaign- or brand-centric models, which limit their ability to respond in the moment and added that Adobe Experience Platform helps shift this by enabling personalization based on real-time context and customer history—delivering the most relevant experience every time.
Attendees then had the opportunity to hear from Ritesh Bhatia, a TEDx Speaker, Data Consultant & Founder, V4WEB Cybersecurity, who highlighted the 7 principles of the Digital Personal Data Protection (DPDP) Act and its implications for marketers and technology leaders, including potential financial consequences for non-compliance.
Neil Montes, Senior Solutions Consultant at Adobe, demonstrated real-time applications of Adobe’s tools, leaving the audience with a clear vision of what modern CX can look like.
The Roundtable saw active participation from CXOs, Heads of Marketing, CX, Digital Transformation, and IT. Gautam Srinivasan skillfully moderated the discussions, encouraging industry leaders to share engaging and thought-provoking ideas.
The evening wrapped with Mr. Paintal offering cross-industry case studies across BFSI, Automotive, Travel & Hospitality, Retail, showcasing how Adobe’s Experience Platform is already powering real-time CX transformation.
Tushar Tripathi, MarTech Lead - India and Southwest Asia at The Coca Cola Company, noted, “‘The Adobe’s session on Real-Time Marketing offered valuable insights into how AI-driven decisioning and real-time data orchestration are redefining consumer engagement. It underscored that a well-integrated MarTech stack is no longer just a competitive advantage—it’s the engine powering modern marketing execution.”
“Personalisation wrapped with real time data is the secret sauce for brands to connect emotionally with their target audience, here using real time information related to what they like, how they purchase, how they engage etc. act as a real time ‘data wrapper’ to drive tailored communications and offerings leading to better business outcomes,” shared Zubin Kutar, Head Of Digital Marketing, Customer Acquisition & Marketing Transformation, Mahindra Holidays & Resorts India Limited.
Lively, insight-rich, and solutions-driven, the roundtable left attendees energized to push the boundaries of personalization while staying rooted in trust and compliance.
